Brandwatch to Zendesk: auto-create tickets from negative social mentions

Build me an agent that turns negative Brandwatch mentions of our brand into Zendesk support tickets, so the support team can respond to public complaints alongside their normal queue.

Trigger: cron, every 30 minutes.

On each run, the agent should call Brandwatch Retrieve Mentions for our configured project and brand query, filtered to negative sentiment, scoped to the last 30 minute window (with a small overlap to avoid missing mentions on boundary). Use cursor pagination if there are more than a page of results.

For each mention, the agent should judge whether it is an actionable customer complaint, meaning a real product or service issue from someone who appears to be a customer or user, that warrants a support response. It should skip general criticism, jokes, news or media commentary, competitor or analyst takes, and spam. When in doubt, lean toward skipping rather than filing a ticket.

Before creating a ticket for an actionable mention, the agent should call Zendesk Search Tickets to look for an existing ticket that already references the mention's original post URL. If one exists, skip it. This prevents duplicates across runs.

For each new actionable mention, the agent should call Zendesk Create Ticket with: a subject derived from the mention (a short summary of the complaint, prefixed with the source platform, e.g. "[Twitter] Checkout failing on mobile"); a body containing the full mention text, the author handle and display name, the source platform, the author's reach or follower count, the post's published timestamp, and a link back to the original post; priority set to high when the author's reach or follower count is greater than 10,000, otherwise normal; and tags including social-listening, the source platform slug (for example twitter, reddit, instagram), and negative-sentiment.

At the end of each run, log a brief summary: how many mentions were pulled, how many were judged actionable, how many tickets were created, and how many were skipped as duplicates.

Make the Brandwatch project, query (or query group), the follower threshold for high priority, and the list of tags configurable so the user can adjust them without editing the workflow.

Additional information

What does this prompt do?

Pulls fresh negative-sentiment mentions of your brand from Brandwatch every half hour.
Decides which mentions are actual customer complaints versus noise like news takes, jokes, or spam.
Opens a Zendesk ticket for each real complaint with the post text, author, source platform, reach, and a link to the original.
Sets ticket priority based on how big the author's audience is, and tags each ticket so social complaints stay easy to filter.
Skips mentions that are already in Zendesk so the support queue never sees the same post twice.

What do I need to use this?

A Brandwatch account with a saved query for your brand and access to the Brandwatch API.
A Zendesk account where you can create tickets, plus an admin who can generate an API token.
An idea of which Brandwatch project and query you want to monitor.

How can I customize it?

Change how often it runs. Every 30 minutes is the default, but hourly or every 15 minutes works too.
Adjust the follower threshold that bumps a ticket to high priority, or add an urgent tier for very large accounts.
Tweak the rules for what counts as a real complaint, for example to ignore mentions that are clearly questions for your social team.
Add extra tags, set a default assignee group, or route mentions from specific platforms to a dedicated Zendesk view.

Frequently asked questions

Will this flood our support queue?

No. The agent reads each negative mention and only files a ticket when it looks like a real product or service complaint. General criticism, jokes, news commentary, and spam are skipped.

What stops the same mention from becoming two tickets?

Before creating a ticket, the agent searches Zendesk for the original post link. If a ticket already references that link, it moves on.

How is ticket priority decided?

By default, mentions from authors with a large following (over 10,000) come in as high priority. Everything else is normal. You can change the threshold or add more tiers when you set it up.

Do we need a special Brandwatch plan?

You need a Brandwatch account with API access and at least one saved query for your brand. A Regular or Admin user role is required to use the API.

Can we point this at multiple brand queries?

Yes. You can list more than one query, or use a Brandwatch query group, and the agent will pull mentions from all of them on the same schedule.